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  • Brand Development Process

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    Evelyn Su
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    This document outlines the brand development process, which includes 4 key steps: 1) Research and analysis of the market, customers, competitors, and company, 2) Defining the brand identity including essence, personality, and sensory attributes, 3) Executing the brand through communications, behavior, and interactions, and 4) Evaluating brand performance through metrics like equity and value. The goal is to sustain the brand while evolving and growing it over time.

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    This document outlines the brand development process, which includes 4 key steps: 1) Research and analysis of the market, customers, competitors, and company, 2) Defining the brand identity including essence, personality, and sensory attributes, 3) Executing the brand through communications, behavior, and interactions, and 4) Evaluating brand performance through metrics like equity and value. The goal is to sustain the brand while evolving and growing it over time.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    1 views8 pages

    Brand Development Process

    Uploaded by

    Evelyn Su
    This document outlines the brand development process, which includes 4 key steps: 1) Research and analysis of the market, customers, competitors, and company, 2) Defining the brand identity including essence, personality, and sensory attributes, 3) Executing the brand through communications, behavior, and interactions, and 4) Evaluating brand performance through metrics like equity and value. The goal is to sustain the brand while evolving and growing it over time.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    Brand Development Process

    U Aung Chit Khin


    Founder/ President, Strategy First University,
    Dip M, PG Dip M (CIM, UK), MBA (Nottingham)
    Brand ID Brand
    Research & Brand
    Performance
    Analysis Design Execution Evaluation

    Sustain, Evolve and Rejuvenate, Grow and Expand


    Research & Analysis

    Need to watch
    • Market situation
    • Individual customer’s behavior
    • Organizational behavior
    • Competitor situation
    • Internal analysis of company
    Brand ID Design
    • Brand Essense
    • Personality Identity
    • Sensory Identity
    Five Senses
    • visual (seeing)
    • auditory (hearing)
    • tactile (touch)
    • gustatory (taste)
    • olfactory (smell)
    Brand Internal External
    Essence

    Research Brand Brand


    Research & Brand
    Brand ID ID
    Execution/
    &
    Analysis Design
    Performance
    Design Expression Evaluation
    Analysis

    Personality Sensory Brand Brand Brand Brand


    Identity Identity Performace Communications Equity Value

    Sustain, Evolve and Rejuvenate, Grow and Expand


    The Kepferer Brand Identity Prism

    Brand Identity Prism Model Source: Kepferer, 2008


    Brand Execution/Expression
    • Brand Behavior
    • Brand Communications
    • Internal
    • External
    Brand Performance Evaluation
    • Brand Equity
    • Brand Valuation
    Sustain, Evolve and Rejuvenate, Grow and Expand

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